Carlsberg UK recently unveiled its limited-edition packaging for UEFA Euro 2016. With its status as official beer of the tournament, the latest Carlsberg branding effort represents a clever way to connect with soccer fans at home.

The limited-edition packaging is designed for Carlsberg and Carlsberg Export beers. The beer cases celebrate UEFA Euro 2016 by combining the brand's signature green hue with the tournament's official color scheme of red, white and blue. The packaging for Carlsberg Export products also features gold and silver accents, as well as a soccer shoe decorated with famous French landmarks.

The new packaging is designed to appeal to soccer fans watching at home who are likely to stock up on beer ahead of the big match.